Just an observation to those (OP included) using Firefox as the poster-child of doing the "hard work" of gaining market-share without help from anyone. Back up a minute.

Firefox did have help, primarily from:
- Google (with a very large sack of cash)
- A ready-wrapped grassroots fanbase (courtesy of its Netscape roots)
- At the outset, it was really the only viable alternative to IE (I'm sure this can be argued against)

Any new browser startup now enters a crowded marketplace, and will have a lot more to do if it wants the support and the capital that Firefox enjoyed. How much do you suppose a full-page ad in the NY Times costs?